MUMBAI: Being known for building extensive and innovative marketing campaigns for all the films in its kitty, it goes without a doubt that leading music label T-Series would plan something new for the release of its next and most awaited film Aashiqui 2. Being a sequel of the popular film, the label is going back in time to create a buzz amongst the audiences.
After promoting Nautanki Saala extensively on television and more, the label is now focusing on on-ground events more for its new film. The campaign has been planned in a way that the audiences traverse back in time to also connect with the original film launched in 1990.
The promotional campaign commenced with the launch of the music album that took place in Sudeep Studio, where Gulshan Kumar recorded the hit music of 1990 blockbuster Aashiqui. The music studio, which is now a derelict place, was given a face-lift for the launch.
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Apart from that, the team also travelled to Delhi to visit the place where the first audio cassette of the film’s music was launched, and Kolkata to promote it further.
The label now plans to host two live concerts in Mumbai and Delhi, where all the songs of the film will be performed by the singers and composers.
Speaking with Radioandmusic.com, T-Series president marketing and promotions Vinod Bhanushali said, “This film is very special to us and therefore it is very important to promote it in a unique way. I have grown up learning that A is for Aashiqui. Our promotions are also surrounding the original film and we plan on hosting musical concerts in Mumbai and Delhi around 22-23 April.”
The film will also be promoted extensively through branding in theatres and the popular cricket extravaganza Indian Premier League (IPL). Refusing to divulge more details, Bhanushali stated that music is the key driver for the film and promotions will mostly surround it.
“The music of the film is very important to us. We have received over one million hits for our songs “Tum Hi Ho” on YouTube already. We have also got 98 per cent likes on the tracks so it’s a big thing for us. The tracks are such that they can be played everywhere right from your car, home, iPod and more. The music is superhit and is thus a great push to the film. We are hoping our expectations are met and people like the movie,” he added.
Comprising of 11 tracks, the music album features six songs composed by Jeet Ganguly, three by Mithoon and remaining two by Ankit Tiwari. It also consists of multiple lyricists including Irshad Kamil, Mithoon, Sanjay Masoomm and Sandeep Nath. Trying to re-create the magic of the original film, the tracks have been rendered by singers like KK, Tulsi Kumar, Arijit Singh, Palak Muchhal, Mustafa Zahid, Mithoon and Shreya Ghoshal.
The romantic-action film directed by Mohit Suri, stars Aditya Roy Kapoor and Shraddha Kapoor in the lead roles and is slated to release on 26 April 2013.
